Abercrombie And Fitch Paper

Abercrombie & Fitch CEO, Mark Jeffries, has made it clear that his brand delivers a certain “look” and wants to maintain it. His comments about “fat people”, being one of the “cool kids”, and “thin, beautiful customers” can be seen as extremely controversial and discriminatory. But Jeffries proves that there is a method to his madness. From a pure marketing perspective it is clear that he is applying classic marketing techniques to his business. He has constructed a well-defined brand, and a well-defined target market. A&F is a well-defined brand because they make what they stand for and what they offer very clear. They are essentially selling a lifestyle rather than a product, and it can be seen through the style of their clothes, their advertising

Meaning that their company’s goals aren’t for the good of all people, their goal is to maintain a particular image while maintaining a high-society image and high-price standard for their customers expecting them to be a member of what Jeffries would describe as the all-American cool kids. This company is suffering solely due to poor decisions and irrational comments being made by people within the management of the company. They don’t realize how much influence their words and decisions have on the day to day operation and overall financial standing of their own company. Abercrombie and Fitch’s management has made a permanent mark on where they stand with consumers ethically and this in turn has had a major impact on the company’s revenue and overall standing in the economy and will take a serious amount of fixing to have any chance of fully recovering in the current economy. Jeffries has issued several apologies to the public that at a point just seem half-hearted and not very serious on his end and have therefore not made too much ground with the

Some of its competitors, which include American Eagle, Aeropostale and Express, produced a significantly lower revenue. Even though it produced a significantly high revenue, its net income is, on average, 12 million to 40 million dollars lower than the competitors American Eagle and Aeropostale. The only competitor it beat out was Express who had a net income of $119 million. When it comes to Return on Assets it had the lowest average percentage than each of the three competitors also being looked at.
After 2003, when it was in a lawsuit for its discriminatory hiring process, it’s net income and revenue still grew significantly. It still continued to make money and make more money than its competitors. All of the companies continued to make significant amount money up until 2009, near the end of the recession and another wave of lawsuits for their hiring practices. After the recession and multiple lawsuits it struggled more than its competitors to make the same net income it did in previous